10. You Have Too Much Content

Part of the problem with content maintenance on large corporate websites is that there is too much content in the first place. Most of these websites have “evolved” over years, with more and more content having been added. At no stage has anybody reviewed the content and asked what could be taken away.

Many website managers fill their website with copy that nobody will read. This happens because of:

A fear of missing something: by putting everything online, they believe users will be able to find whatever they want. Unfortunately, with so much information available, it is hard to find anything.
A fear users will not understand: whether from a lack of confidence in their website or in their audience, they feel the need to provide endless instruction to users. Unfortunately, users never read this copy.
A desperate desire to convince: they are desperate to sell their product or communicate their message, and so they bloat the text with sales copy that actually conveys little valuable information.
Steve Krug, in his book Don’t Make Me Think, encourages website managers to “Get rid of half the words on each page, then get rid of half of what’s left.” This will reduce the noise level on each page and make the useful content more prominent.

Conclusions
Large organizations do a lot right in running their websites. However, they also face some unique challenges that can lead to painful mistakes. Resolving these problems means accepting that mistakes have been made, overcoming internal politics and changing the way you control your brand. Doing so will give you a significant competitive advantage and allow your Web strategy to become more effective over the long term.

10. 你的內容太多了

維護大型網站內容的一個問題是：太多的內容擺在首位。大部分這樣的網站都是“進化”多年而來，于是越來越多的內容被添加進去。卻沒有任何回頭審查內容的流程來思考：哪些是可以去掉了的。

很多網站的管理人員以沒有人會讀的復制的內容來充斥他們的網站。這是因為：

* 害怕失去了一些東西 ：把一切都放到線上，他們認為用戶將能夠找到他們想要。不幸的是，這么多可能的資料中，很難發現任何東西。
* 擔心用戶不理解 ：對網站疑惑是對受眾缺乏信心，他們認為有必要提供無窮無盡的訊息給用戶。不幸的是，用戶大概從來沒有閱讀過這些。
* 強烈的說服欲望 ：他們急于出售他們的產品或傳達訊息，所以膨脹化地發出銷售信息，而實際上是傳遞了沒有價值的訊息。

史蒂夫·克魯格，在他的著作《Don’t Make Me Think》中，鼓勵網站管理員“去掉每頁上一半的話，然后再去掉剩下的一半”。這將降低噪音水平，并讓有用的內容在每一頁上都更突出。

結論

大型組織在運營自己網站上做了很多正確的事情。然而，他們也面臨著一些獨特的、可能導致令人痛苦的錯誤的挑戰。這些問題的解決倚賴于接受那些已經犯的錯誤、克服內部政治以及改變控制品牌的方式。這樣做將會給你帶來重要的競爭優勢，并讓你的網絡戰略在長時間內更加有效。